Digital Experience Crucial for Pharmacies to Drive Patient Retention

Based on JD Power survey results from over 5000 pharmacy customers, the patient’s digital experience was identified as a factor for pharmacy businesses and their ability to retain and engage with customers.¹

However, more than 50% of customers with bad digital experiences at a pharmacy stated they’d never return, underscoring the idea that the digital infrastructure supporting pharmacy services is almost inevitably going to evolve further going forward.

“The digital experience is no longer a secondary channel. It’s a foundational element of customer engagement and loyalty for pharmacies,” Eric McCready, senior director of digital solutions at JD Power, said in a news release.¹ “Study data reveal that when customers experience a positive digital journey, their continued engagement is nearly assured. Conversely, a poor experience risks deterring more than half of them.”

To understand how to keep patients engaged, pharmacies must look closely at how customers interact with their digital channels. JD Power’s data shows that overall satisfaction with digital platforms sits at 677 on a 1000-point scale for brick-and-mortar pharmacies and 707 for mail-order services.

Interestingly, customers utilizing desktop or mobile websites report higher satisfaction levels than those utilizing mobile apps. Meaghan Hafner, senior director of health care solutions at JD Power, notes that many pharmacies still treat digital channels as transactional add-ons rather than central business drivers.¹

READ MORE: FAQ: Where AI Use Is Now, Where It’s Headed in Pharmacy Practice

Bridging the Gap Between Digital Tools and Patient Needs

To build true loyalty, Hafner explains that pharmacies must prioritize the features that matter most to their customers, such as prescription management, medication reminders, and seamless integration with in-store services.¹

This perspective is highly relevant for independent community pharmacies.

Modern marketing and pharmacy practice experts emphasize that a pharmacy’s website is often the first interaction a patient has with the business, meaning it must go far beyond merely displaying contact details and opening hours.²

Because patients increasingly search online before they visit the pharmacy, a professional website, informative blog, and active social media presence allow pharmacies to appear at the exact moment a patient is looking for care. When a pharmacy lacks a clear digital footprint, patients may not know these services exist or may turn to less reliable online sources for critical health care information or services.

From Transactional Portals to Holistic Patient Care Enablers

This digital evolution is occurring amidst a massive global transformation, with the digital pharmacy market growing at an annual rate of 14.42% and projected to reach approximately $35.33 billion by 2026. Far from being a temporary trend, this shift represents a fundamental alteration in the health care landscape where digital tools are leveraged to enhance patient engagement and improve medication adherence.³

Advancements such as automated text reminders, telehealth integrations, and smart devices are directly addressing the historical problem of medication nonadherence. For instance, e-prescribing platforms like Epic’s MyChart and digital health applications like Medisafe are actively enhancing drug management and prescription accuracy.

For local pharmacists, a robust digital platform is a powerful tool to showcase services that patients might otherwise not realize are available. Crucial, life-altering services can be communicated and booked online, turning digital activity into physical store growth.²

Furthermore, digital platforms allow pharmacies to build trust by providing educational, compliance-led health care content rather than pushy sales advertisements.

This integration is even transforming clinical and commercial sectors like skincare. The cosmeceutical market within online pharmacies is expanding rapidly, projected to grow from $56.78 billion in 2022 to $95.75 billion by 2030, driven by consumer demand for accessible, preventative, and customizable skin health solutions.³

Mitigating Risks and Empowering the Modern Pharmacist

Despite digital health care platforms vastly simplifying treatment access for remote patients and providing privacy for sensitive conditions, the rise of unregulated online channels presents severe public health risks.⁴

The US National Association of Boards of Pharmacy reports that nearly 95% of websites selling prescription-only drugs operate illegally, often supplying counterfeit, expired, or improperly stored medications. This has been highlighted by the dangerous online sale of falsified, low-purity semaglutide products without a prescription.

Furthermore, the complete absence of personalized clinical advice on rogue sites leads to fragmented care, self-diagnosis, and dangerous drug interactions.⁴

This risky environment underscores why the professional guidance and human touch of registered pharmacists remain irreplaceable. Rather than threatening the profession, digital integration acts as an enabler.^4,5

Artificial intelligence and robotic technologies are increasingly automating routine tasks like inventory management, checking drug interactions, and mechanical dispensing. This shifts pharmacists away from traditional, manual tasks like counting, snipping, and packaging, allowing them to focus on direct patient care, clinical consultations, and interdisciplinary collaboration.^3,5

For pharmacists, navigating this digital era requires proactive upskilling to ensure they continue to stand as the trusted, modern face of community health.⁵

“To compete effectively, pharmacies must prioritize features that matter most to their customers, whether that’s prescription management, medication reminders, or seamless integration with in-store services,” concluded Hafner.¹ “Those pharmacies that use digital to enhance the entire customer journey, not just transactions, will retain loyalty.”

READ MORE: Technology and Data Resource Center

REFERENCES

1. Pharmacies get a digital check-up: engagement is key. J.D. Power. News Release. September 1, 2026. Accessed September 1, 2026. https://www.jdpower.com/business/press-releases/2026-u-s-pharmacy-digital-experience-study/

2. Why pharmacies need a strong digital presence in 2026. Pharmacy Growth Partners. December 3, 2025. Accessed September 1, 2026. https://www.pharmacygrowthpartners.co.uk/blog/why-pharmacies-need-digital-presence-2026

3. Almeman A. The digital transformation in pharmacy: embracing online platforms and the cosmeceutical paradigm shift. J Health Popul Nutr. 2024 May 8;43(1):60. doi: 10.1186/s41043-024-00550-2

4. Online pharmacies: a double-edged sword. EClinicalMedicine. 2025 Feb 24;80:103133. doi: 10.1016/j.eclinm.2025.103133

5. Martini N, Sajtos L, Idio L, et al. The future of pharmacy work: how pharmacists are adapting to and preparing for technology infusion. Explor Res Clin Soc Pharm. 2024 Jul 5;15:100472. doi: 10.1016/j.rcsop.2024.100472